About this Course
This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing. More specific operational aspects such as managing the product, price, place and promotion as well as targeting and positioning will be provided in the second course of the specialization.
After you successfully complete this course learners will obtain the following outcomes:
(1) an understanding of the core meaning of marketing and international marketing.
(2) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences.
(3) learn about how to source or expand into other industries at home or abroad via cross industry innovation.
(4) obtain a solid foundation for subsequent courses such as course 2 (International Marketing Entry and Execution) and the industry-specific courses in the specialization.

Рецензии

BB

very helpful , clear explanations and i really like the style that during the presentation questions bars had appeared it helped a lot to pay attention and stay focused.

PT

Mar 31, 2019

Filled StarFilled StarFilled StarFilled StarFilled Star

This professor is great in teaching marketing from beginning to upper. He has an example of the explanation which is simple to understand. Thanks for the great course.

Из урока

What is Branding?

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe.

Преподаватели

Dae Ryun Chang

Текст видео

And so this is summing up what Asia-na Co-bra can look like. And I compared it to an onion, so you have the outer layer being Asia. Then you have the inner layers being nation, company, and brand. So this is just a short list of the kinds of association that a company like LG may survey from what people think when their brands are evoked. And in this slide, we can think about the road map that LG has to take. And on the left, we have what their current state of brand network may be. And this again is my personal take. So again, it may be different from what LG's assessment of their current situation may be. But I think here the point is is that maybe their existing network is kind of limited, and in some cases very negative or limiting as well. But going forward, they're much more proactive to be, a future-oriented network may be much broader. So in this inventory of associations, they can avail themselves of many more associations that fit the kind of narrative that they want to shape about, not only their specific product, but their company overall. And a lot of these associations come not only from the country itself, but maybe from the whole region as well. Now this is something that they can use to sort of convey the impression that Asia is very good neighbor, excuse, me, that LG is a very good neighbor, even though it comes from Korea and these other Asian countries. Okay, in this slide we have to think about alignment. How the future network has to be aligned with the kinds of executions that we want to use. So here I'm just limiting it to communication execution, but we have to link a given association with a given marketing execution. So whereas maybe we relied previously much more on certain execution elements, like maybe advertising. Future associations may rely on newer types of execution, media such as PR or social media. Especially when we want to convey the customer shared value association which has to really come from a third party and not us. And this slide is from LG. So to their credit we can see that many of their corporate activities are aligned. In fact on the bottom side of this slide we can actually see that they're sensitive to the eye level or [FOREIGN], which is a word which means perception or eye level. So that they want to close the gap between what they intend and what the customer perceives. Okay, so that's LG. But here I wanted to talk about this what I call maybe a Euro-Asian Cobra. And it's Euro-Asian because even though we're talking about Lotte, which is a conglomerate here in Asia, originating from Japan and Korea. But as far as this particular product is concerned, it uses an ingredient called xylitol from Finland. And the marketing of this product, they have emphasized its European and Finnish origin. So xylitol is actually a liquid natural sugar, and the company, Lotte has branded, not only the product and Lotte at the brand and company level, but also the whole region as well. Because when we hear Finland, it evokes these associations that, oh, it's that clean country. It's that very health-conscious country. And that is the point of difference for this product, that it's very dental friendly. And even though it's a gum, look at how it's packaged. It has a very functional concept and look. It almost looks medicinal. It's as if we could maybe take a pill. Mm, tastes good, tastes good. And the selling point is that in Finland people chew gum before they sleep. That was sort of the messaging of this product. And so it's not inconsistent with the kinds of sugar concerns that an average consumer may have. So Europeans can get into into this act and use this framework, not only to brand itself in Europe but also to brand itself here in Asia. So share with us your insightful Asiana Cobra Analysis. Post this and as peers we will assess your Asiana Cobra. And for the really good ones you will get my opinion on it as well. Okay, so to wrap up we learned in the segment that using this broader inventory of associations, it can increase your wiggle room. You can move this way, you can move that way. And ASIANA COBRA, I think, encourages you to contextualize your brand narrative in a very positive and forward-looking way. And so, even if you have maybe a limited brand network now, I think through ASIANA COBRA, planning for the future you can prepare a road map in terms of sort of the kinds of associations that ultimately you will need. And this isn't just limited to Asian companies. Foreign companies can do it, even though I've talked only about Asian companies. But I think xylitol in a way especially from a B to B standpoint is sort of a Euro-Asian kind of joint endeavor. So, again, this is very flexible. And you can use it regardless of what region your from or marketing to. But ultimately, you have to make sure that the branding association is properly aligned with the right executional tool, whether it's communication or whether it's a product.